Author Gabriel Smith played a clever trick on Wednesday that quickly spread across the Internet, fooling both fans and the media for a moment. The scheme involved a fabricated email, supposedly from singer Charli XCX, expressing admiration for Smith's upcoming debut novel, "Brat," and requesting permission to use the title for her next album. It was a masterful stroke that garnered attention, sparking a frenzy of reactions.
Earlier this month, Charli XCX mentioned to The Face that releasing an album can be challenging. This is a common struggle for many musicians, and it appears to be even more demanding for those who are always connected. Charli XCX always uses X (formerly Twitter), engaging with fans on social media.
Upon closer inspection, the email was revealed fake. Fans were quick to debunk the screenshot of the email posted by the author in X. Under the post, a context was added stating that the sender's icon is the light blue icon borrowed from Facebook, not the gray iOS icon. Furthermore, Charli XCX is the recipient, not the sender.
Charli XCX swiftly responded, disavowing any knowledge of Smith and his work. In her defense, Charli XCX wrote that she had never heard of Smith but sent her well wishes to his book. The ensuing social media storm reached staggering numbers - 7 million views and 15,000 likes for Smith's fake email and 4 million views with 54,000 likes for Charli's response.
Even BBC Radio 1 fell victim to the prank, with host Dean McCullough initially championing the perceived connection between novels and records. A correction followed, acknowledging the deception, but the incident only amplified awareness about Smith's upcoming book.
Smith, no stranger to Internet pranks, admitted to relishing the reactions. His history includes claiming a fictional editorial role at Gawker magazine and using AI to craft a bogus photo featuring writer Samuel Beckett with a Super Mario Bros 2 mascot. Aware that his followers are accustomed to his antics, Smith revels in the blend of amusement and disbelief generated by his online escapades.
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While the incident sparked amusement for many, it was not without its share of controversy. Smith reported receiving derogatory remarks, predominantly homophobic, from some quarters. However, the writer remains unfazed, considering it all part of the provocative game he enjoys playing.
This episode, though entertaining, is not the first of its kind in the literary world. Smith joins a legacy of authors who have employed controversial publicity stunts to capture public attention. In 2010, Jennifer Belle paid actors to publicly read her book in New York City, creating a buzz covered by major media outlets. Similarly, thriller author Mark Davis took his inspiration from his plot, staging a kidnapping and sending emails to agents claiming to have abducted their children.
Other instances have taken darker turns, such as a false announcement of romance author Susan Meachen's suicide in 2020, followed by a plea to buy her 'final' book in 2023. Meachen, a well-respected figure in the indie romance book community, had published ten novels. Her alleged 'final' book was said to be published posthumously in October 2020, with final rewrites by her daughter.
Fans were urged to order the book on Facebook, citing Meachen's supposed wish to publish it before her daughter's wedding. However, the shocking truth emerged when Susan Meachen reappeared in a private writer's Facebook group called The Ward. She revealed that the entire story was a fabrication, expressing gratitude for her family's efforts while acknowledging the difficult situation. Despite the potential repercussions, Meachen conveyed that she is now in a better place mentally and expressed hope for returning to writing.
These stunts, ranging from quirky to disturbing, highlight the lengths some authors go to for visibility.
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